This article presents a content analysis of academic library Instagram accounts at eleven land-grant universities. Previous research has examined personal, corporate, and university use of Instagram, but fewer studies have used this methodology to examine how academic libraries share content on this platform and the engagement generated by different categories of posts. Findings indicate that showcasing posts (highlighting library or campus resources) accounted for more than 50 percent of posts shared, while a much smaller percentage of posts reflected humanizing content (emphasizing warmth or humor) or crowdsourcing content (encouraging user feedback). Crowdsourcing posts generated the most likes on average, followed closely by orienting posts (situating the library within the campus community), while a larger proportion of crowdsourcing posts, compared to other post categories, included comments. The results of this study indicate that libraries should seek to create Instagram posts that include various types of content while also ensuring that the content shared reflects their unique campus contexts. By sharing a framework for analyzing library Instagram content, this article will provide libraries with the tools they need to more effectively identify the types of content their users respond to and enjoy as well as make their social media marketing on Instagram more impactful.

中文翻译：

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喜欢，评论，观看

本文介绍了11所土地授予大学的学术图书馆Instagram帐户的内容分析。先前的研究已经检查了个人，公司和大学对Instagram的使用，但是很少有研究使用这种方法来检查大学图书馆如何在该平台上共享内容以及不同类别的帖子所产生的参与度。结果表明，展示帖子（突出图书馆或校园资源）占共享帖子的50％以上，而更少比例的帖子反映了人性化的内容（强调温暖或幽默）或众包内容（鼓励用户反馈）。平均而言，众包帖子获得最多的好评，紧随其后的是定向帖子（将图书馆置于校园社区内），而更大比例的众包帖子中，与其他帖子类别相比，包括评论。这项研究的结果表明，图书馆应该寻求创建包含各种类型内容的Instagram帖子，同时还应确保共享的内容反映出其独特的校园环境。通过共享一个分析图书馆Instagram内容的框架，本文将为图书馆提供他们需要的工具，以更有效地识别用户响应和喜欢的内容类型，并使他们在Instagram上的社交媒体营销更具影响力。